Amid rising competition, Zomato, Swiggy play the differentiation game

Food delivery brands have sought to create distinct brand identities this year, but are they straying too far from the core in the race to be different?

The two big brands in the business, Zomato and Swiggy, are striking out in many directions. While Zomato is streaming videos (food-related shows) and building a sustainable framework for its operations, Swiggy has rolled out a pilot project for concierge services, offering to pick up everything from lost keys to groceries, for patrons.

Both Zomato and Swiggy are being propelled by the huge volumes that the apps now generate, not just in big towns but also the tier-2 and 3 cities, and the need to expand and differentiate their services. The danger, however, said experts, is that the rapid expansion into